The Journal News über die IBM Blogs
Posted on January 9, 2006
Filed Under | Comments Off
im Artikel Big Blue bit by the blogging bug berichtet The Journal News über die Erfahrungen von IBM mit dem Thema Blogging.
Irving Wladawsky-Berger, IBM’s vice president of technical strategy and innovation and the company’s highest-ranking blogger, said Big Blue is encouraging employees to bone up on blogging for the same reason it asked them to get savvy about Web commerce in the 1990s. “We absolutely recognize that blogging, just like the Internet, World Wide Web, Linux and open source, is a major initiative in the marketplace that we should be part of. This best way to be part of it is not to observe it passively but to do it actively,” Wladawsky-Berger said.
IBM unterteilt dabei seine Blogbemühungen in drei Teilbereiche:
1. Themenbezogene Blogs = The company is hosting blogs on topics important to its business, such as video games and health care. … (Creating a theme blog is smart because customers are more likely to enjoy reading about a topic important to them than an overt sales pitch, said marketing strategist Steve Rubel, a senior vice president at CooperKatz & Co. in New York and author of the Micro Persuasion blog.)
2. Interne Blogs = IBM is encouraging employees to create blogs for internal consumption on the company intranet.
3. Mitarbeiter Blogs im Internet= Employees who do blog on the Internet have IBM’s blessing — providing they follow some practical guidelines.
Und stellt klare Regeln auf: The rules include identifying yourself as an IBMer if you talk business, not revealing company secrets and stating clearly that your opinions are your own., was nicht ungeschickt ist, um möglichen Schaden zu minimieren.
Wie viele IBMler bloggen mittlerweile und gibt es erfolgreiche Beispiele?
So far, 16,416 people have registered and 2,291 have created active blogs.
Among the most popular bloggers is an IBMer from Japan who likes to discuss idiomatic phrases in English and a researcher in California who is running a pet contest, Barger said.
Und es scheint gut aufgenommen zu werden, was die interne Zusammenarbeit angeht:
“When we started out in May and told people to experiment, there were a lot more personal things in the blogs. As it has grown and evolved, people are using it as a collaboration tool,” Barger said.
Und wie geht man mit möglicher Kritik um?
What about criticizing IBM? That’s OK, too, Barger said. He said the proof came just two weeks after the initiative started when an employee blasted the company’s falling stock price and recent layoffs in her blog. The post received 1,200 views by noon. Instead of chastising the employee, Barger posted a comment on her blog that thanked her for her candor, acknowledged some of her points and challenged her logic where he felt it was flawed. “This is a new medium with new rules. A lot of folks aren’t used to the idea of candor being OK,” Barger said. “Now, we’re saying it’s OK to share your opinions.” The employee gets heard, and the company also learns what people are thinking. “We can’t be in every happy hour. We can’t be in every car pool. This was an opportunity to communicate with employees on their turf,” Barger said.
Wieviele Corporate Blogger gibt es weltweit?
David Sifry, Inhaber der bekannten Blogsuchmaschine Technorati.com äussert sich dazu:
Sifry said the ranks of corporate bloggers are growing. A year ago, there were about 7,400, a number that doubled to 15,000 six months ago in the most recent survey. “We’re still very much in the early stages of how corporations are learning to use blogs,” said Sifry, who said the most important thing blogs do is give a human face to the corporate facade.
via BL Ochman